The concept has been tried before. Panera Bread experimented with pay-what-you-want in some metropolitan markets. The English rock band Radiohead allowed fans to name their own price tag for an online album release.

Spokeswomen for the Hilton Head Island-Bluffton and Beaufort chambers of commerce were not sure if the concept had been tried before in Beaufort County.

For Crocker and Jasper, the pricing scheme is a philosophy.

Crocker, who has taught yoga for nearly two decades, said he hasn't charged customers for a class since 2005. He brings a basket to yoga sessions and lets people toss in what they please.

Jasper worked for 15 years in the corporate world. He quit Bluffton-based BFG last August when he grew tired of the "for-profit model," he said.

They acknowledged that some customers didn't quite understand the concept.

"Some people look at us real weird, and we know they'll never be back," Jasper said. "Some people say, 'I accept you.' Others just tell us we make a good smoothie."

Sandi Shriner, visiting the shop with daughter Caley, said she enjoyed the "different experience."

"I just hope I paid enough," she said.

Asked what would happen if they don't make enough money, Crocker smiled.